CRAFT BEER REVOLUTION AND THE POST-MODERN CONSUMER: BIRRIFICIO LA GRAMIGNA’S MARKETING MIX CASE STUDY

Abstract

Over the past two decades, the global beer market has witnessed the so-called craft beer revolution phenomenon and the spread of a rapidly growing number of microbreweries oriented to the production of craft beers derived by high quality raw materials according to traditional styles.Despite the central role played by wine heritage, this economical, cultural and sociological revolution has taken root also in Italy. The effects and consequences are significant and will be investigated throughout this paper.It is selected as a case study Birrificio la Gramigna, a young craft brewery located in Perugia.The survey gives an insight into the main features and factors that characterise the brewery, with particular attention to the Marketing Mix developed by the owners. 

  Keywords: Craft beer, Revolution, Consumer.